TRENDING IN GROCERY July 2016 - HH Global
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TRENDING IN GROCERY July 2016
Introduction
Delivering partnered
Welcome to the latest edition of
Trending in Grocery which is designed
to provide an overview of recent news,
innovation and any upcoming trends in
the grocery sector.
marketing support
Please get in touch if you have any services for our clients
feedback, or ideas for future topics that
would be useful to you going forwards.
Market trends
g i n p r i n t
Trendin
Value-added print
Integration of offline and online: With the continued
growth of digital media, the print industry is working
hard to ensure it provides message standout and remains
relevant in the modern age. An area which is expected to
see growth is in combining with modern technology to
link the mediums of print and digital. For example, printed
direct mail pieces which can be scanned to link to online
sources for further information and brand immersion,
such as augmented reality. Aside from an enhanced
customer experience, another benefit is that this allows
brands to change content frequently and easily.
Innovative substrates: Materials used are being carefully
considered, in order to transform good print into
excellent, visually appealing print. Highly textured paper,
Trending in Grocery
unusual finishes such as non tear or metallized effects,
and unusual colours are some of the innovations seen
employed to aid standout.
Tre n d i n g i n fo o d
Mini treats:
UK sugar sales are in sharp decline (14% decrease
seen in 2015) due to changing health attitudes
and government initiatives to reduce sugar Less formal
consumption. However, consumers are still seeking
sweet treats and instead looking to more natural
alternatives or small versions of their favourite
entertaining:
products. As such we have seen growth in the
sales of mini ice creams of 21% in 2015. (1) Waitrose research shows a third of people
now make less formal cooking choices
when hosting friends and family. This is
Savoury deserts: reflected in sales, with demand for ‘grazing’
food up 23% in Waitrose stores, such as
Greek meze and Spanish tapas.
The next big thing could
surprisingly be using
savoury ingredients, such
as vegetables and herbs
in desserts. UK chef Bruno
Cauliflower
Loubet recently introduced a
parsnip and white chocolate
crust pizza:
cream dessert in London
Cauliflower rice was a key trend
restaurant the Grain Store.
in 2015, as a low carb meal
Trending in Grocery
accompaniment. The latest use
for the versatile cauliflower is as
a pizza base, which was the 3rd
most watched recipe on a leading
YouTube channel in early 2016. (2)
Source: (1) Mintel, (2) Foodbev.com
Industry news
Grocery shopper trends
2016 POPAI research (January) into attitudes
towards shopping in the grocery sector, has Retail channels used by UK Grocery shoppers (%)
provided the below key findings:
90
80
• Over half (54%) of shoppers say they 70
prefer everyday low pricing rather
Source: : POPAI – January 2016
than the previous promotional offers 60
employed by grocery retailers. This is
little surprise in the current environment, 50
where the discount retailers are on the
rise and gaining market share. 40
• On average UK shoppers now visit four 30
different retailers a month, across 2
channels, for their grocery shopping. 20
Trending in Grocery
• The Big Four grocers are still the most 10
used retail channels. Almost half of their
shoppers choose them as they ‘can get 0
everything under one roof’. Big four Discounters Online Convenience Local specialists
grocers stores
’
This will no doubt impact
‘O n c e a we e k other brands and see similar
initiatives introduced across
food warning
the food category.
Concern over lowering sugar, salt and fat levels
within the next 5 years has seen brands having to
be transparent about the levels in their products,
and any associated health risks.
This has led Mars Foods to announce plans to
divide home cooking sauces for Dolmio and Brands that
Uncle Ben’s into either ‘occasional’ or provide clear
‘everyday’ items. Whereby occasional visibility of levels
products, which tend to be higher in salt, will help reinforce
sugar and fat, should only be eaten once customer trust
a week. The company has also pledged to
change product recipes to reduce salt
levels by 20% by 2021, cut the amount of
added sugar in some products and ensure
tomato-based sauces include at least one
Trending in Grocery
serving of vegetables.
Reduced
s a b l e i n c o m e
dispo
According to data from the Office for
National Statistics young couples and
families in the UK are £900 a year worse off
than a decade ago.
This is despite a rise in employment in recent
years, as figures show a 15% rise (from 2014)
in zero-hours contracts has had an effect,
Grocery shopping particularly on younger workers.
accounts for around
30% of incomes, so
it is more important
than ever to help
shoppers plan
and budget
Younger people are also paying more in
housing costs than previous generations,
which helps account for the growing
disparity with younger and older
generations. In contrast, in the last ten
years the average disposable income in
Trending in Grocery
retired age households has risen by 26%.
Automated
sh o p p i n g a p p
Tesco has launched an automated shopping service
that allows online customers to replenish groceries
and monitor price changes through an app.
The initiative called ‘If This Then That’ connects separate
platforms and apps on a user’s phone, where an action on
one account can automatically trigger a reaction on the other.
This suggests Tesco is
Actions like weather changes, Instagram uploads and fitness app
thinking about a more
activity can trigger responses and add products to a shopping
open future, where
cart. For example, the service lets customers order burgers from
customers can shop in
Tesco.com when the weather’s sunny, order beer as a reward if
different ways, such as
Trending in Grocery
they’ve completed a run, or schedule a weekly order of milk.
outlets other than the
Tesco website On top of this, Tesco has launched a new API, opening up more
of its backend website capabilities to third-party developers.
This means developers can now integrate product searches on
Tesco.com into their own apps or services and eventually, other
features such as nutritional and ingredient information.POS activity
PO S Ac t i v i t y Sainsbury’s, UK: The fresh produce
trays have a card insert, with small
insert tabs to slot into the existing
baskets. This innovative POS helps
provide product messaging, without
impeding product selection.
3D Headers
Various POS types are creating a 3D feel to
displays with techniques such as die-cutting
and layering. This display actually features
a large replica of the product.
This all helps creates standout and
showcase products at the point of
purchase, which can potentially disrupt
shoppers on their purchase path and
alter buying behaviour.
Shoprite, USA: Plastic divider
inserts to give presence to this
Deli brand. Perhaps it may feel
Branding a bit cluttered, but the principle
is good.
existing fixtures
Trending in Grocery
Branding display trays and shelf ready packaging is
common amongst some of the large FMCG brands,
to utilise all space for messaging and allow visibility
on shelf. These examples show where branding has
been applied to give more standout and presence to
existing fixtures in supermarkets.PO S Ac t i v i t y
Seasonal aisles
These summer themed
displays on aisle ends and
off shelf units are given a
topical seasonal feel with
canopy edging and 3D
card elements to build
more realistic displays.
Creating
associations with
products and
seasonal activities
Trending in Grocery
such as BBQs Sainsbury’s, UK
could inspire
purchases
Tesco, IrelandPO S Ac t i v i t y
Multi-message display
This mid floor display has a 4 sided
header implemented, attached
through a central slotted area.
This allows visibility from all angles
and gives potential for multiple
messaging from one area.
Trending in Grocery
Tesco, UKGet in touch
info@hhglobal.com
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